Six Powerful Branding Lessons from Prada, Gucci, and Versace
What Silicon Valley can learn from Italy’s greatest fashion houses
The key to real growth marketing
You may not give a lick about fashion. That’s okay. (I’m writing this article wearing a decidedly unfashionable pair of swim trunks). This article isn’t really about clothing.
Instead, it’s about why tech companies need to use their imaginations when it comes to branding, and the importance of understanding their audience, establishing a brand personality and humanizing their brands.
Indeed, the key to real growth marketing is not “hacking” but comes from having a deep understanding of other industries and even other cultures.
In today’s technology industry, where the old barriers to entry are almost non-existent, where technical motes are evaporating fast, and where patents are all but written on toilet paper, branding will play an increasingly important role for emerging technology companies.
To illustrate the potential of branding to transform a business, let’s take a look at one of the most competitive and commodified industries — fashion. Specifically, let’s look at how a handful of Italian fashion designers transformed the global apparel market.
